Sometime back a global online survey conducted by Nielsen reflected that approximately 875 users across the world had shopped online in the year 2011. This suggests a 40 percent rise from 627 million shoppers that was recorded back in the year 2009. This research affirmed that about 85 percent of internet users in during this time frame had shopped online. Approximately 60 percent of these shoppers chose to pay through credit cards, while the others selected other means of payment.

Online shopping in India is fast becoming the second most preferred online activity after mailing and browsing. This fact has been supported by an Indian Online Landscape study for the year 2011 that highlights that there has been 28 percent increase in the percentage of internet consumers from 2010. Furthermore, the 13.5 million non-travelling online purchasers had outdone the 8.6 travel product purchasers. This highlights that India is moving ahead in the area of ecommerce and online trade.

It is true that compared to the western countries online shopping in India right now is in a progressing stage. As compared to nations such as UK, US and other Asian nations such as South Korea India is still lagging the figures. This is more so because Indians are little hesitant shopping online. The cause is inhibitions and fears of online frauds, delivery of faulty goods, poor customer service and delayed consignment delivery and many others. There are consumers who fear to make online payments or make use of net banking, thinking that their credit card details and other financial data might be misused by online defaulters. In addition to this, there are people who have before spoken about the perils they faced due to online shopping and cyber crime. This at times discourages the common man from opting in for online shopping.

However, Indian online sites have evolved manifold in the past few years. These websites offer attractive discounts and follows appropriate trade methods. The products on offer too are authentic and there is a reverse logistics teams that efficiently handles any issues of product replacement and returns goods. Furthermore, online websites offers a testimonial column. Customer feedback and testimonials are bringing about positive changes in online shopping in India. Furthermore, the advents of cash on delivery options have encouraged many people to try online purchase. Keeping all these facts in mind one can say that ecommerce is meant to flourish in the coming days in India.